Gasgoo Munich- On February 26, SAIC-GM Buick launched its "10 Billion Red Packet" New Year promotion: running from now through March 31, 2026, the Buick Envision Plus starts at 164,900 yuan, while the LaCrosse starts at 154,900 yuan. Couples registering their marriage in February 2026 also receive an extra 10,000-yuan gift.
Image Source: SAIC-GM Buick
At first glance, this appears to be a standard post-Spring Festival promotion. But the execution details suggest it is more than a simple price cut—it marks a strategic shift and upgrade for joint-venture brands.
From "Price Games" to "Value Competition"
Buick's 2025 performance laid the groundwork for this move. As domestic brands captured 69.5% of the passenger car market and joint ventures faced mounting pressure, Buick's internal combustion engine (ICE) business defied the trend. The Envision family sold over 160,000 units last year, averaging more than 13,000 monthly. Combined sales of the LaCrosse and Regal topped 100,000, with LaCrosse surging 106% year-over-year.
This growth in ICE models is tied to Buick's "dual-track" strategy for fuel and electric vehicles. In 2025, Buick rolled out a series of new energy models, leading sales among joint-venture EVs. At the same time, the company continues to bet on ICE vehicles, upgrading technology to shift the focus from price wars to value competition.
As the centerpiece of this offer, the Envision Plus has earned praise for offering "10% more." Its 2,833mm wheelbase—87mm longer than its peers—delivers rear legroom that keeps the family comfortable on short trips and long hauls alike. It features breathable 3D Muller foam derived from the GL8's seat technology, ensuring comfort even on long drives. The segment's only 30-inch curved 6K screen, powered by a Qualcomm Snapdragon 8155 chip, offers silky-smooth interaction and millisecond voice response. The 2.0T + 9AT powertrain provides ample output and smooth shifting, delivering confident control whether merging on highways or climbing hills fully loaded.
Image Source: SAIC-GM Buick
The Buick LaCrosse sets a "luxury-from-entry" standard, leaping ahead of the B-segment in intelligence and comfort. With a 2,905mm wheelbase—the longest in its class—it offers a C-segment luxury experience. The Avenir trim features exclusive flagship "King" seats with heating, ventilation, and massage, alongside 5.4mm double-layer acoustic glass and the segment's only Active Noise Cancellation (ANC) technology. Every LaCrosse comes standard with the 30-inch curved 6K screen and Snapdragon 8155 chip for instant voice control. The 2.0T + 9AT powertrain, paired with Tripower variable valve management, balances high performance with efficiency for effortless driving.
As domestic brands rise and the industry accelerates toward electrification, Buick's 10-billion-yuan campaign reveals the strategic wisdom of joint ventures: rather than abandoning the ICE market, they are upgrading product strength and value to hold their ground. Instead of pitting fuel against electric, they are pursuing a balanced transition. This isn't just a breakout path for joint ventures; it pushes the industry back toward value-based competition, offering a reference for high-quality development.
No Tricks, Transparent Pricing
The "10 Billion Red Packet" promotion operates on a transparent, no-bundle principle. Expanded deposits deduct directly from the vehicle price, and terminal discounts are clearly marked. Customers don't need to shop around at multiple dealers or worry about surprise fees at delivery. This is an extension of Buick's previous "fixed-price" strategy.
In 2025, Buick was the first to implement brand-wide fixed pricing, a move some interpreted as a passive response to the price war. A year later, as "price-comparison anxiety" and hidden costs continue to plague buyers, Buick's persistence looks increasingly prescient. Xue Haitao, vice president of SAIC-GM, said Buick aims to turn sincerity into a standard.
The core value of this "transparent pricing" model is that it transforms car buying from a three-way tug-of-war between automakers, dealers, and consumers into a direct dialogue about product value. In today's inventory-heavy market, consumers increasingly want clarity and peace of mind. By fixing prices, Buick is exploring a healthier, more sustainable relationship—one where product strength and service, not information asymmetry, become the true battleground.
From Selling Cars to Delivering Emotional Value
Also notable is Buick's focus on emotional connection. This February, the brand held warm delivery ceremonies for newlywed couples and handed out 10,000-yuan "happiness bonuses." Mr. Gao, a long-time Envision Plus owner who recently traded up for a Spring Festival road trip, summed up his verdict simply: "It's safe and powerful. I've driven it for years without any real issues."
Buick presents a "10,000-yuan happiness bonus" to newlywed owners.
Trust built on real-world reputation is Buick's most valuable asset. In an era of information symmetry, consumers are less swayed by marketing copy and more by the experiences of those around them. Behind the "10 Billion Red Packet" lies a desire to reward that trust—lowering the barrier to ownership with real money so more people can experience the product's value firsthand.
Conclusion
As the automotive industry descends into an endless rat race over price and specs, Buick has chosen a simpler, harder path: transparent pricing, solid products, and treating users as friends. The "10 Billion Red Packet" may end in a month, but Buick's experiments in transparent pricing, dual-track growth, and value competition are writing a new playbook for the "Joint Venture 2.0" era. For consumers, that offers a new possibility: buying a car doesn't have to be exhausting, and owning one can truly be part of a happy life.
